If you want to change the culture… why do we keep focusing on processes?

This week in the Knowledge Management Global Network (KMGN) course "From Strategy to Impact", Shawn Callahan led a session on Storytelling (story-work) for Change.
One core idea stayed with me:
👉 If you want to change the culture, you need to change the stories.

Three insights stood out.
🐵 First, change does not spread through messages. It spreads through stories.
Not big heroic narratives, but small, real, recent examples. What people actually experience becomes what they believe.
🐵 Second, stories are not something we “tell” — they are something we build and embed. From spotting everyday moments, to crafting simple structures (past → event → now → future), to systematically sharing them across teams.
🐵 Third, KM has a central role here.
Not only in capturing knowledge, but in surfacing and amplifying the right stories — those that show change in action and make it real for others.

Because people don’t change when they understand.
They change when they see themselves in the story.
And when the right stories spread, change stops being an initiative…
and becomes the new normal ✨